Branding Case: Why the Branding of Mauritius Failed

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Brand Personality > Best Practices > Branding Case: Why the Branding of Mauritius Failed

Branding Case: Why the Branding of Mauritius Failed
Akash Gura, Business Consultant, Mauritius, Member
A branding exercise of Mauritius failed miserably because the dual-language slogan "Mauritius, c'est un plaisir" did not connect with the people, but exacerbated the tensions already existing at the time. If this branding of Mauritius attempt is analysed according to Aaker's dimensions, the source of failure must have originated from the "Sincerity" dimension - there was an undisputable 'disconnection' between the people and the slogan: it was imposed by a select panel of experts, no consultation with anyone, no proper information was aired through media, all done in quasi-secrecy while the contrary would have guaranteed success. (...) Read more? Sign up for free

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Brand Personality
Summary
Forum
How to Create a Brand? The Brand Creation Process
6 Human Attributes of Human-Centric Brands (Kotler)
Global Marketing Strategy
Brand Portfolio Strategy: Mono- and Multi-Brand Strategies
🔥Sub-Branding Strategy and Endorsed Branding Strategy
Best Practices
🥇Brand Personality - Education - Social Media Marketing
🥈Brand Personality Questionaire
🥉CORPORATE Brand Personality Models
Brand Personality for Recruitment
Destination Personality
Using Brand Personality Dimensions Model for Goal Setting
Branding Case: Why the Branding of Mauritius Failed
Multi-attribute Theory
Employment Branding Survey


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